Gallup reviewing poll methodology

After misreading the 2012 presidential election and facing criticism in the aftermath, Gallup polling has undertaken an internal review and will announce the findings next month.

“We are in the process of finishing a full review of all methodological issues relating to our 2012 election polling. The process is being led by a blue-ribbon group of outside experts. We will be reporting our findings at an event on June 4 at our offices in Washington,” Gallup Editor-in-Chief Frank Newport told POLITICO’s Mike Allen in Playbook on Monday.

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Gallup changing methodology - Mike Allen reports

Newport continued: “Our review includes a significant amount of new research, including fielding new research experiments focused on six specific areas of pre-election polling, along with simulations and re-examination of every component of the pre-election polling process. All of this research, some of it focused on the future of election polling, is one reason why it is taking several months. A number of changes have already been implemented in our on-going tracking, and others will continue to be tested, including experimental tests involving voter sampling and likely voter models.”

Many criticized Gallup for not correctly predicting the election. Gallup had shown that Mitt Romney would edge out President Barack Obama 49 percent to 48 percent in a poll released the Monday before the Tuesday election. But Obama won 51 percent to 47 percent.

Among Gallup’s critics: Obama’s former top adviser David Plouffe. Plouffe tweeted in March: “Never have so many been wrong by so much. But let’s still salivate over the latest Gallup numbers.”

Gallup was one of the polling agencies that was criticized following the election for polling that was off base. “We were disappointed,” Newport said. “We absolutely want to dead on.”